Презентация на тему «IPhone 5S Survey Summary»

iPhone 5S Survey Summary

Group 2 Dung Nguyen Linh Nguyen Anh Nguyen Dung Tran Katarina Djakovic Devin Dorman

Research Objectives

Questionnaire Design

Survey designed to gain insights into respondents preference for the new iPhone 5S Multi-choice questions were utilized to make the survey uniform and easy for respondents, as well as to provide a high level of ordinal data for analysis Open ended questions allowed mutually exclusive responses and displayed specific preferences From pre-test feedback, question order was changed and revised for clarity. The questionnaire contains 14 multiple choice questions, 2 ranking questions, 2 check-all-that –apply questions and 2 free response questions.

Questionnaire Flow

Survey execution

Pre-test held October 2nd Paper surveys collected at the end of the day Edited survey using comments made by classmates Created survey using Qualtrics Used convenience sampling distributing via personal email A total of 135 responses were collected between October 16th and 31st

Descriptive Statistics Summary

Age & Gender

We had respondents within all age groups but most of our participants were within the younger population. Females made up over 50%, but, gender distribution was well balanced.

Annual Household Income

Responses with all annual income levels Most of them earn below $25,000 per year.

Education

Most respondents ( 49%) have some college degree. It is also indicated that most of the respondent have undergraduate/ graduate or higher degree.

Owning & Upgrading

The majority of respondents(93%) answered that they don’t have an iPhone 5s. Approximately 70% do not intend to upgrade iPhone 5s in the next 12 months.

- Most of respondents heard about the new iPhone online

-Other include: professor, work, ad, email, apple's keynote Social network include: Face book, Twitter, 9gag, YouTube

- Most of respondents ( 81%) expected that 5s will improve the battery

life. - Other include: durability, sound quality, unique features, bigger screen, more capacity, less security, easier to email, more customization

Comparison with Other Brands (n=135)

- Apple has better brand awareness than their competitors with 47% respondents think it is better than most. - 77% respondents said they own at least one Apple product.

What is the most you would spend to buy a Smartphone

Mode: $201 - $300 -Median $201 - $300 Most of respondents are quite willing to spend from $201- $300 on a smart phone.

- According to the survey, approximately 70% use their smartphones for

business and leisure purposes. -But we can see that participants tend to use the smartphones for leisure rather than business with 17% different.

- Most respondents ( 96%) said they use smartphones for calling/

texting with. However, there are 87% said they use it for internet browsing and emails - Others include: Camera, Social Network, Calendar, Banking, Music, Watching movie and Sports.

Inferential Statistics Summary

Education and Brand

Education and brand rating are not related p-value = 0.04 < 0.05 reject the null hypothesis education level is significant

Age and Brand

Age and brand rating are not related p-value = 0.03 < 0.05 reject the null hypothesis age is significant

Gender and Brand

Gender and brand rating are not related p-value = 0.22 > 0.05 do not reject the null hypothesis gender is not significant

Income and Brand

Income and brand rating are not related p-value =0.06> 0.05 do not reject the null income is not significant

SUMMARY AND RECOMMENDATIONS

Summary

Respondents favor extended battery life over other expected features in the new iPhone 5S. Every respondent is aware of the new iPhone 5S. Respondents mostly relied on online news when hearing about the new iPhone. Over 90 % do not own the new iPhone. 70 % would not consider upgrading to the new iPhone. 60 % of our respondents were female. Respondents were mostly between 18-28 years old. Approximately 41% of respondents have a household income of below $25,000.Respondents have some college for education. Improved battery life was deemed as the most important to respondents in the new iPhone 5S. No relationship between education level and iPhone ownership, income level and iPhone ownership, gender and using Apple brands, gender and ownership of iPhone and income and usage purpose.

Challenges

Recommendations on iPhone

Recommendations on Marketing Strategy

Questions